Sun rises on St Tropez's profits after nude Kate Moss brightens up a chilly spring
Supermodel posed naked in a series of photographs for fake tan company
Kate Moss has single-handedly helped the fake tan lotion St Tropez to shrug off the dismal weather and increase sales since she became the “face and body” of the brand a month ago.
The supermodel posed naked in a series of publicity shots as part of her rumoured, seven-figure sponsorship deal.
The blaze of press and online publicity that resulted had an immediate impact on sales, the brand owner, PZ Cussons, said today.
While you might expect rain and cold would be good for self-tanning paint, sales usually need to be kicked off with sunny weather as people strip down to flesh-baring clothes.
“Kate has certainly been a great help,” said Cussons’ finance director, Brandon Leigh.
However, while the windswept British Isles are a key market, Moss was really hired to push the brand internationally, he said.
“We’ve had a great response already in places like Brazil and the US. Kate is an international star,” said Mr Lee.
Profits for the last financial year at the business that also makes Imperial Leather and Carex will be in line with expectations, it said today, suggesting a rise from £92m to about £105m.
The company bought St Tropez for £62m from private-equity owners in 2010 and grown sales by about 10 per cent a year since.
It also recently launched into the babycare market with Cussons Mum & Me and will be hoping for a boost in sales from the arrival of the royal baby later this year.
Never one to miss a PR opportunity, the company will be offering a prize lottery for all babies born on the same day.
- 1 What happens to your body when you give up sugar?
- 2 Licence fee: What is the BBC charge – and how will the changes affect you?
- 3 This is what the photographer has to say about the picture of a weasel riding a woodpecker
- 4 Delhi bus rapist blames dead victim for attack because 'girls are responsible for rape'
- 5 Have sex with your iPad thanks to the new sex toy no-one asked for
Bill Clinton portrait features Monica Lewinsky reference, artist admits
Japanese island overrun with cats after population explodes
Delhi bus rapist blames dead victim for attack because 'girls are responsible for rape'
Pornhub turns masturbation into energy in bid to save the planet
The 'sex selfie stick' lets you FaceTime the inside of a vagina
'Jihadi John': CAGE representative storms off Sky News accusing Kay Burley of Islamophobia
Durham Free School: 'Creationism taught at' free school facing closure
Ukip would cut billions from Scottish budget to fund English tax cuts
Nearly 100,000 of Britain's poorest children go hungry after parents' benefits are cut
End of the licence fee: BBC to back radical overhaul of how it is funded
Ukraine crisis: Top Chinese diplomat backs Putin and says West should 'abandon zero-sum mentality'
iJobs Money & Business
£15000 - £18000 per annum: Recruitment Genius: This is a great opportunity for...
£50000 - £60000 per annum + Excellent Salary: Austen Lloyd: An outstanding new...
£20000 - £21000 per annum + uncapped commission: SThree: As a graduate you are...
£25000 - £30000 per annum + benefits: Ashdown Group: A global leader operating...